This webinar covered SEO strategies of the past, present, and future. In the past, tactical SEO focused on gaming algorithms through keyword stuffing and link building. Google has since updated its algorithms to prioritize user experience through a focus on expertise, authoritativeness, and trustworthiness of content. The future of SEO requires an adaptable methodology focused on delivering high-quality content that matches user intent through branding, defining goals and metrics, and innovation. Upcoming topics will discuss site structure best practices, creating content that nourishes users, and building expertise, authority and trustworthiness.

1. SEO Yesterday, Today,
and Tomorrow.
Please standby, we will begin 25th September 2019
@ 10AM Eastern Time

2. Marcus W K Wong
Head of Marketing
marcus@seoreseller.com
William Kramer
Head of Sales
william@seoreseller.com
Meet Our Panelists

3. Overview
The Past: Where Did SEO Go Wrong
and What Created the Present
The Future: Working with an SEO
Methodology That Adapts
The Present: Understanding the Need
for the Never-ending Google Updates
1
2
3
Webinar Special Offer4
What’s Next? Upcoming Content
and What to Expect
5
Q&A with William and Marcus6

4. The Past: Where Did SEO Go Wrong and
What Created the Present

5. The Past
Tactical SEO was King
- SEO created artificial restrictions and rules with no regulation
- Hidden on-page keywords
- Automated Publishing Date Refreshed
- PR sculpting
- Ethical SEO practices were defined as the following:
black hat, grey hat, and white hat
- 200 Ranking Factors identified and PageRank
was the measurement of success

6. The Past
It was volume of input that mattered.
Marketers were gaming the algorithm.
- Blog commenting, social bookmarking,
and article spinning
There was always a ‘one-trick pony’ for ranking mentality.
- keyword stuffing, exact match domains,
hoarding backlinks
Google learned from their mistakes
- Weight of 200 Ranking Factors were not balanced

7. The Past
Key Point: It’s not about Google. It’s about the searcher
and helping them find what they’re looking for.
● Stop falling for “The Ranking Factors That Matter in 20XX” - it’s not a to-do list
● Tactical SEO is only part of what SEO is today
Google’s Business Model: You search, and you find what you’re looking for.

8. The Present: Understanding the Need for
the Never-ending Google Updates

9. The Updates That Changed the SEO Game
Google Pigeon
Local relevance and accuracy
Granular localized results
Google Hummingbird
Natural Language Processing
Content First
LSI Keywords in Content
Google RankBrain
Contextual Queries
User Journey
Understanding the Intent
The Ultimate Goal: Matching Results to Intent

10. The Updates That Changed the SEO Game
- Google Web Crawler Has Improved
- From single crawling (Page Crawl) to double crawling (Page Crawl + Chrome Browser)
- User Experience is the Priority (Mobile and Desktop)
- Accessibility, speed and schema are essential (value first perspective)
- Expertise, Authoritativeness and Trustworthiness Can Be Measured
- E-A-T as content quality metric
- CTR Has Always Been (and so far, always will be) the Most Powerful Behavioral Metric
- Search behavioral metrics are strong

11. Small Updates, Killer Impact
2018
- Affected Sites: Health/Medical Websites
- Google’s Search Quality Evaluator Guidelines
- Hinted Expertise, Authority and Trustworthiness
- Content by Experts, Not Amateurs
Google Medic Update

12. Small Updates, Killer Impact
2019
- Affected Sites: YMYL (Your Money, Your Life)
- Focus on Content Quality Relevance
- Refining Queries to Target Search Intent
- Positively Rewarding Algorithm
Learn more here: http://bit.ly/june-core-update
Google June Core Update

13. The Updates That Changed the SEO Game

14. The Never-ending Google Updates
Key Point: Focus on delivering information.
● Never lose sight of the fundamentals.
● Accuracy and precision: Prove you can do it once, then consistently.
● Respect the updates; don’t let it guide you.
● Do as Google ranks.
Something to think about:
If you built your own search engine, what would you want to prioritize as the value?
Download Our Checklist and
Google Search Evaluator Guidelines:
http://bit.ly/30-content-checklist

15. Stop Everything.

16. Before we move forward..
1. Have you defined the purpose of your pages?
(Authoritative, Informational, Educational, Transactional, or what Google defines?)
2. Have you defined what the key metrics are?
(Do they align with the purpose of your pages or do you follow what Google tells you?)
3. Do you know how to define who your client is?
(Have you been treating Google as your client?)

17. The Future: Working with an
SEO Methodology That Adapts

18. Working with an SEO Methodology That Adapts
Let the Methodology Develop an Appreciation for Google’s Core Values
- Innovate.
- Be actively involved.
- Don’t take success for granted.
- Do the right thing; don’t be evil.
- Earn customer trust, user loyalty, and respect every day.
The SEO of tomorrow is not about hitting all the ranking factors - it’s how you deliver better content.

19. Working with an SEO Methodology that Adapts
Hone your existing skills, and practice with the following:
Branding > Define who, what, and why the business exists.
Business goals and metrics > Identify the interests, trends, and buyer personas of their customer.
Defining the call-to-actions > Create the messaging of explicit and implicit value propositions.
Performance Metrics > Make the content natural; cater to the needs and intent at the point of search.
Innovation > Analyze, experiment, and delight - always.

20. Working with an SEO Methodology that Adapts
The Businesses That Do It Right:
- Branding Companies > SEO as a Secondary Service
- Great at creating media plans
- Produce client centric branding strategies
- Business Consultants > Utilize SEO as a Channel, Not as a Complete Strategy
- Great at intake and building rapport
- Laser-focused on the business goals

21. Working with an SEO Methodology that Adapts
Key Takeaways:
● Google is your friend, not your boss.
● Content should be evolving.
● Remember the fundamentals.
● Stay true to your customer - everyone will love you for it.

22. Upcoming:
● Site Structure: The Best Practice is the Only Practice
Focus on representing the information with the intended purpose as the goal.
● Content That Feeds and Nurtures
How to bridge your existing content with a purpose that feeds and nurtures.
● E-A-T More with Google
Designing an eco-system of content that displays Expertise, Authority and Trustworthiness.
● Staying on Google’s Good Side
Just don’t mess it up. Do as they rank, not as they say.

23. Q&A
with William And Marcus